GAINSCO files trademark, signaling a possible rebrand

GAINSCO , the non-standard auto insurer owned by State Farm, has filed a new U.S. trademark application for “GAINSCO AUTO INSURANCE,” suggesting early steps toward a refreshed brand identity.

The filing, submitted on November 25 under serial number 99515114, includes a redesigned “G” mark built from a half-circle and arrow. The application covers GAINSCO’s core business — auto underwriting and claims processing — and represents the first notable brand update since State Farm acquired the carrier in 2021.

GAINSCO has operated under the same visual identity for years, even as it continues to grow within the non-standard auto market and expand distribution under State Farm’s ownership.